Mountain Dew's Game Fuel is a cross somewhere between an energy drink and soda. It's main target audience is the gaming community and has been a sub brand under the Mountain Dew name since 2007 when it was first released in a single limited edition flavor as a promotion for the legendary video game Halo 3. Since then the name Game Fuel has evolved into its own brand under the Mountain Dew family and has been used as a tool for Mountain Dew to team up with major video game brands like Xbox and Playstation and to create promotions for their newly released video games by including things such as Double XP or Giveaways along with the drink. Whenever a new Game Fuel was released Mountain Dew typically created specific flavors to coincide with the newly released game they were promoting at the time and were typically only on shelves for a limited time.

    With the rise of the streaming service known as Twitch within the gaming community I felt it was only appropriate to have a design where Mountain Dew's Game Fuel brand teamed up to promote some of the biggest streamers online today. Along with the idea of bringing back the Limited Edition aspect of the Game Fuel brand, I felt it was only appropriate to pair these streamers with some of Mountain Dew's most iconic and popular flavors of all time. I decided to color coordinate the flavors along with each streamers own brand identity. So for the streamer Drdisrespect who has a mainly Red identity I paired him with Mountain Dew's Code Red flavor. As for streamer Summit1G who has a mostly orange identity I paired him with Mountain Dew's Live Wire flavor. Lastly, I decided to pair streamer Timthetatman with Mountain Dew's White Out flavor because they both share a mainly white and blue identity.

    For the main imagery of the label I found inspiration in a lot of the shattered glass and polygon style patterns found on loading screens and title screens of video games. I also wanted to include the aspect of LED lights which are most typically associated with gaming peripherals such as controllers, headsets, mice and keyboards. My goal was to create  a textured look of these sharp shapes similar to the polygon patterns along with these bright color accents that are almost cracking or peeking through from behind the shapes giving the effect of glowing similar to that of an LED. As for the color choices I made I tried to tie the pattern in with the color identities of both an iconic Mountain Dew flavor and Twitch streamer. The typeface I chose for "GAME FUEL" itself was a sort of geometric sans serif typeface called Stereo-funk that I felt was appropriate and fit well with the brand as it was a sharp typeface, but also gave a feeling of flow and it worked well for a brand in the gaming community. (I also really enjoyed how the letter "E" in this typeface was a reflection of the letter "G" so it created some sense of balance for the word "GAME".) As for the glowing effect that I added to the typeface I tried to continue that association with LED's in the gaming world. I made sure to include the logos of all brands involved in the concept, but I also arranged them in such a way that it was obvious that the brands were working together in a promotion. I also recolored the logos of Mountain Dew and Twitch to tie back into the flavors of each drink.